Explore our brand
Our brand framework defines who we are, what we stand for, and why it matters. It’s the thinking behind our visual identity and our verbal one too.
Our brand heritage
Each element of our visual brand is grounded in UCL's history, reflecting 200 years of people thinking non-stop about the future.
Our brand idea
Four words sum up our brand: 'Here it can happen'. This phrase captures the unique sense of possibility and achievement that defines us. Brilliant things happen here - and will continue to do so.
Our brand narrative
Our brand narrative is a story articulating what makes UCL so distinctive. When communicating our brand to the world, this narrative helps us stay on track.
Our brand themes
Our brand themes are the six topics that define us, based on extensive research and consultation within our community.
Bicentenary narrative
Our bicentenary narrative tells of 200 years of progress and bold firsts, with our eyes firmly fixed on the future.
Accessibility
From the start, UCL has been open to all. This founding principle still guides everything we do, putting inclusivity and accessibility at the heart of our refreshed brand.
Updating our brand for our bicentenary in 2026
How we got here
Since summer 2023, we’ve listened to more than 7,100 staff, alumni and students across 25 countries to find out what UCL means to them – the people who make it what it is in the first place.
Why our brand matters
In an increasingly competitive global higher education landscape, reputation is more important than ever.
Next steps
It wouldn’t be realistic, or sustainable, to expect everyone to switch to our refreshed brand immediately. So we're taking a phased approach, with full guidance and support.